How to measure and visualize emotion when using maps

please cite as:
Fabrikant, S.I., Christophe, S., Papastefanou, G., Maggi, S. (2013). How to measure and visualize emotion when using maps. Proceedings, 26th
International Cartographic Conference, International Cartographic Association, Aug. 25-30, 2013, Dresden, Germany.
9C.2 | How to measure and visualize emotion when using maps (#105)
S. I. Fabrikant
University of Zurich, Geography, Zürich, Switzerland
Maps are used in various decision-making contexts, also where the influence of emotional responses
to decision-making might be critical, such as under stress (i.e., real-time navigation using a mobile
device, search and rescue missions, etc.), or due to varying user motivations (i.e., survival, boredom,
leisure, fun, etc.). While cartographers and others have begun to systematically explore how display
design, user background, and varying usage contexts might interact with spatio-temporal inference
making, almost no research exists that investigates the role of human emotion in map-based decisionmaking (Griffin and McQuoid, in press). In this paper, we propose a methodological extension to a
previously suggested framework, aimed at quantitatively capturing the effect of emotion in human-map
interactions (Fabrikant et al. 2012). Specifically, we propose to visualize human emotion captured in
empirical map studies, for further systematic evaluation. Our promising preliminary results suggest
that first, human emotions can be systematically captured using a skin conductance sensor coupled
with the eye movement data collection method, and second, quantitative emotion data can be
meaningfully analyzed to investigate aesthetic effects of display design decisions, specifically when
coupled with other evaluation methods (i.e., questionnaires, etc.). We additionally demonstrate that
human emotion measurements can be visualized, using standard cartographic depiction methods.
With this contribution we hope to provide cartographers with a sound method to capture emotional and
affective aspects of human-display interactions, specifically when empirically evaluating the aesthetic
qualities of visual displays used for spatio-temporal inference making. Cited works: Fabrikant, S.I.,
Christophe, S., Papastefanou, G., and Maggi, S. (2012). Emotional response to map design
aesthetics. Proceedings (Extended Abstracts), GIScience 2012, Columbus, OH, Sep. 18-21, 2012.
Griffin, A.L., and J. McQuoid. (in press). At the intersection of maps and emotion: The challenges of
spatially representing experience. Kartographische Nachrichten (to appear DEC 2012).
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